National Gallery of Modern Art (NGMA)

Entering the lively National Gallery of Modern Art (NGMA) in Bangalore, India, you're greeted by a wide variety of artistic works and cultural stories. However, when it comes to exploring their website, visitors often face difficulties that make it hard to easily navigate and interact with the museum's rich collection and important resources.

Industry:

Heritage & Entertainment

Category:

UX & Content design

My Role:

Himani Kumawat and I collaboratively undertook every aspect of the UX/UI project, seamlessly merging our skills to design, prototype, and iterate, ensuring a holistic and cohesive user experience.

Defining the Problem

The current NGMA Bangalore website presents a significant barrier to user engagement and exploration of the museum's offerings. This hinders the museum's ability to connect with its audience and fulfill its educational and cultural mission.

Prospects weren't being introduced to the real value of bundling. Existing customers weren't being guided toward adding services. Without contextual cues or tailored conversation flows, the experience felt flat
and failed to drive the conversions the business needed.

The result: high drop-off rates at key decision points, missed upsell opportunities, and a chatbot that felt like a FAQ page rather than a helpful guide.

Research

Process

Project Planning & Organising

Phase 1

Phase 2

Phase 3

Phase 4

Phase 5

Lack of accessibility

The website is not fully accessible to users with disabilities, potentially excluding a significant portion of the audience.

Limited content engagement

Static text-heavy content with minimal interactive elements fails to engage users and provide a dynamic experience, potentially discouraging exploration and deeper learning.

Key Problems from UX Audit

Outdated design and navigation

The website's cluttered layout and outdated aesthetics feel dated and unintuitive, making it difficult for users to find desired information and navigate seamlessly.

Inadequate information architecture

The information hierarchy is unclear, making it challenging for users to find relevant information about exhibits, events, and resources.

Navigation

Clunky, sub-menus for key sections

Clear, intuitive layout, easy access

Modernize layout, streamline navigation

Information Architecture

Difficult to find, academic language

Well-organized, concise descriptions

Improve information presentation,

use clearer language

Visual Design

Static image, dated layout

Modern, dynamic design,

engaging visuals

Redesign with modern aesthetics,

utilize high-quality visuals

Event Clarity

Cryptic descriptions, jargon-filled

Clear, concise descriptions,

highlight key details

Use simpler language, key focus

on audience engagement

Sharing Functionality

No one-click sharing

Seamless social media integration

Implement one-click sharing with

pre-populated details

Interactive Elements

Limited calendar

Interactive map, virtual tours,

online ticketing

Develop interactive elements,

enhance user engagement

First Impression

Uninviting, old-fashioned

Positive, modern, user-friendly

Improve visual appeal, create a welcoming atmosphere

User Engagement

Frustrating, confusing

Easy to navigate,

encourages exploration

Prioritize user-friendliness, offer engaging content

Accessibility

Complex navigation,

academic language

Clear information, multiple languages,

assistive technologies

Improve accessibility for all audiences

Feature

NGMA Bangalore

MAP Bangalore

Recommendations

for NGMA

Understanding Our Audience

User Journeys and Goals

Demographics and Psychographics

Accessibility and Inclusivity

Preferences and Consumption Habits

Competitive Analysis

As a UX designer, understanding our audience is the cornerstone of crafting a museum website that truly resonates. This isn't just about demographics and data; it's about weaving a guide book of needs, wants, and motivations that breathe life into our user personas.

This is just the beginning of our audience odyssey. We must constantly listen, learn, and iterate, ensuring the website evolves alongside our visitors' needs and desires. Remember, a museum website isn't just about showcasing exhibits; it's about building a vibrant community of curious minds, where every click opens a door to wonder and knowledge.

This body text lays a foundation for your UX case study, emphasizing the importance of audience understanding through persona development and a focus on user needs and experiences. Feel free to tailor it further by adding specific details about your museum, target audience segments, and research findings.

Components

Style Guide

Garamond

Regular

Medium

Semi-Bold

Inter

Light

Regular

Medium

Typography

Colors

Words

that

guide

Writing

Voice & Tone

The quick brown fox jumps over the lazy dog.

#132A97

Klein

Blue

Harvest

Gold

#FFB41E

#F7F7F2

Powder

White

Night

Black

#121212

#222426

Charcoal

Grey

Indian

Red

Indian

Red

#CA6153

Castleton Green

#12644A

Our approach to rewriting the UX copy for the NGMA Bangalore website is centered on enhancing user engagement and facilitating an enriched exploration of the museum's offerings. By crafting clear, concise, and inviting language, we aim to guide users seamlessly through the website, ensuring that information about the art collection, exhibitions, and educational programs is not only easily accessible but also presented in an engaging manner.

This improved UX copy is designed to empower users, fostering a more enjoyable and informative online experience as they delve into the world of art and culture curated by NGMA Bangalore.

Educational Program Highlights

Our refined copy highlights museum educational programs, workshops, and events, ensuring users are well-informed about enriching experiences.

Interactive and Informative Copy

We've paired interactive elements with engaging copy, motivating users to actively participate online, be it exploring virtual exhibitions or learning about featured artists.

Engaging Headlines

We've crafted captivating headlines to intrigue users, inviting them to explore the museum's diverse offerings with curiosity and excitement.

Book Tickets

Bangalore Weather

24°C, Few Clouds

Journey Through Time & Canvas

NGMA, Bangalore

Welcome to

राष्ट्रीय आधुनिक कला संग्रहालय

National Gallery

of Modern art

Who we are

Explore

Visit Us

Concept & Theme

The copy concept aims for an immersive online journey, guiding users through NGMA Bangalore's cultural richness with clarity and engagement. The theme promotes inclusivity, inviting active exploration of the vibrant world of art and culture.

NGMA Bangalore

Footer

Careers

e-Newsletter

Socials

Tenders

Press

Accessibility

Home

Overview

Featured projects

Artist Spotlight

Exhibitions

(1800s-Present)

App Promotion

About Us

About the Museum

History and Mission

Meet the team

Careers

Governance

Explore

Exhibitions

Events & Programs

Collection/ Parikraman

App Promotion

Visit Us

Address & Map

Visiting Hours

Tickets

Calendar

FAQs

Information Architecture

Ideation

Motivation

Loves to find places he can explore on weekends.

Usually finds something new to try.

Likes to learn new things and meet new people.

NEEDS

Find the details of the events happening around him.

Able to share the information with his friends and family.

Quickly Navigate the website for other information.

Aman

“I adore exploring new locations, especially museums and workshops that offer unique experiences. Engaging with art and actively participating in creative endeavors captivates me.”

Frustration

Have a hard time to find events online on time and sharing with others.

Not sure how to reach the location.

Not able to find exact details of the exhibition.

PREFERRED CHANNELS

Website

Social Media

Friends & Family

Guerrilla Efforts & PR

Traditional Ads

User Persona

AGE

OCCUPATION

Ph.D Student

INCOME

Approx. Rs 70k

LOCATION

Bangalore, India

ABOUT

Aman is a graduate student at NIFT who cares deeply about animal rights. He is vegetarian and spares his own time by exploring places in his area. He usually likes live events and workshops happening in the city.

Navigating the website

Exploring Events

Planning a Visit

Stage

Steps

Thoughts

Product Touchpoint

Emotions

Sharing info with others

Reflection of a Lost Explorer

Aman is planning to visit a nearby museum. He wants to know more about any exhibitions/ workshops happening on a specific day. He wants to in share info with his friends.

Opens NGMA Bengaluru website, greeted by a static image and dated layout - Searches for "events" through

clunky navigation

Aman searches for nearby museums online.

Stumbles upon NGMA Bangaluru website.

“I wonder what exhibitions or workshops are on?”

Neutral

Excited

Unsure

Frustrated

Dejected

Homepage

Suggest enhancing the website's security to make it more trustworthy at first sight.

Home page clear event links - Reorganize navigation for intuitive access to key sections

Offer customizable message templates for different platforms - Ensure accurate data transfer to avoid garbled information

Enhanced Website and user Experience

Event section pages

Upcoming events and Location page

Event page, social media icons

Online Platforms and museum staff

Curious about museum website or event listing platform.

Not able to find any accurate information.

feels happy about the possibility of finding an event listing.

The experience could've been improved if the website had been working correctly.

What's the fastest way to share this with my friends?

“Where can I find details about upcoming events?”

"Is this calendar from last year? Where's today's event?"

"This map is a relic! How am I supposed to find anything?"

“How do I quickly send this to my friends?”

“I wish it was easier to get all this information.”

"Nice picture, but where's the actual info? This feels like a time warp."

Stumbles upon the event calendar, hidden in a sub-menu under "Activities".

Reads event descriptions filled with academic jargon and cryptic dates

Opens the museum map, finds it outdated with no event locations marked

Tries to copy and paste event details to share with friends, ends up with a mess of text and symbols.

Aman searches for museum location. Aman visits the museum based on the info found on other sources and from museum staff.

improvement/Recommendation

😩

😃

😐

🤔

Enhance event descriptions with clear, concise information

😕

User Journey Mapping

User Insight

& Prototype

Visual Designs

MVP Features

Clear Booking System

Intuitive Navigation

Prominent Exhibition Highlights

Engaging Event Promotions

Social Sharing Integration

Accessibility Features

Design

Wireframes

Crafting wireframes for NGMA's new website involves meticulous planning, prioritizing user-centric design and intuitive navigation. These blueprints ensure a seamless and engaging experience, balancing simplicity with sophistication for a visually compelling and user-friendly platform.

Accessibility Features

Upfront accessibility options for a user-friendly experience through organisations like UserWay.

Social Sharing Integration

Universal share option for all events, promoting user engagement through seamless sharing on social media platforms

Prominent Exhibition Highlights

Streamlined Ticketing

Highlighting key exhibitions with immersive visuals and detailed information for a captivating user experience.

Simplified ticketing system with clear categorization for virtual and in-person events, ensuring a seamless booking process

Comprehensive details for each exhibition, including artist information, themes, and relevant background, enhancing user understanding.

Prototype

Prototyping each frame for the new NGMA designs involved dynamic representations of the user interface, showcasing the flow and interaction of the website. By meticulously detailing each frame, we ensure a seamless and visually compelling journey for users, aligning the prototype closely with NGMA's vision for an enriched online art and culture experience.

User Testing

As we approach the conclusion of the NGMA website project, user testing becomes a pivotal phase. This process involves engaging real users to interact with the platform, providing valuable insights into usability, navigation, and overall user experience. The feedback obtained during user testing will guide our final refinements, ensuring that the NGMA website not only meets but exceeds user expectations, delivering a truly immersive and satisfying cultural exploration.

The utilization of heat maps during user testing proved instrumental in gaining deeper insights into user behavior and interaction patterns on the NGMA website. By visually representing where users concentrated their attention, we identified hotspots and areas of interest. This data-driven approach informed strategic design adjustments, ensuring a more intuitive and user-friendly experience by prioritizing elements that resonated most with our audience.

Test

Back to Work